社交影响者正日益影响受众的购买行为。为了更好地了解品牌如何通过社交媒体最大化其广告策略，尼尔森根据与乐天（Rakuten）联合开展的一项研究，发布了亚洲地区的最新洞察。
在这个世界上，营销人员的任务是通过日益丰富的渠道和平台与消费者互动，而要建立起让人感觉真实而亲切的关系，则可能具有挑战性。虽然品牌建设仍然是全球营销人员的首要目标，但大众传播渠道可能并不总是适合。
With a focus on brand building, marketers are continually looking for ways to stay top-of-mind with potential buyers. To do this, many are turning to social media—and influencers—to make more personal (and profitable) connections with consumers. Global marketers plan to increase their social media spend by 53% in the next year, more than any other channel. And social media appears to be global marketers’ most bankable channel, as 64% of the global marketers surveyed for this year’s Annual Marketing Report say it’s their most effective paid channel.
不难理解为什么亚洲的营销人员在社交媒体和影响者营销方面投入如此之多的资金
营销人员在与有影响力的人合作时需要了解以下三点：
1. Each Asia market should have a different social strategy
80% of social media users in Asia who follow influencers on social media in Asia are either more likely or much more likely to buy products when they are recommended by those influencers. This appears to be especially the case in Indonesia (61%), India (60%) and the Philippines (60%). By comparison, this appears least likely to work in Hong Kong and Japan (both 16%). Due to the lower reach in Hong Kong and Japan, it could be more of a challenge to adopt a successful influencer marketing campaign. Hence, a more diverse media strategy may be necessary to drive campaign objectives.
However, each target audience in each market is looking for something slightly different from the influencers they follow. In China and Taiwan “likeability” and “inspiration” appear to be key themes, whereas in India, Thailand and Vietnam importance is placed on “trustworthiness and authenticity”. Engaging with influencers who convey traits that are relevant to a market is a key to a successful campaign.
2. All age groups matter and are unique
在制定社交战略时，不能忽视老年人群。在菲律宾、中国、印度和韩国，50 岁以上的追随者数量可观，这些成熟的追随者和年轻的追随者一样会喜欢和分享帖子。虽然老年人可能不是数字原住民，但他们在社交媒体上肯定已经长大成人。影响者营销只能用于 Z 世代和千禧一代的假设可以休矣。希望瞄准这一人群的品牌可以考虑将影响者营销作为其战略组合的一部分。
尽管在除日本以外的所有亚洲市场中，90% 使用社交媒体的年轻人都会关注社交媒体上有影响力的人，但报告发现，在地区层面上，中年人通过评论帖子、转帖和分享以及点击链接等方式参与社交媒体帖子的程度最高。在这一目标受众中开展有影响力的互动营销活动可能会取得更好的效果。
总体而言，年轻人对游戏影响者和美容博主更感兴趣，中年人则偏爱儿童影响者、政治家和游戏玩家。与正确类型的有影响力者合作，将有助于品牌提高基于年龄定位的活动效果。
3.产品评论的力量
在整个亚洲市场，产品评论是最吸引人的品牌内容类型，但中国的影响者追随者除外，他们更喜欢产品演示。让有影响力的人参与进来，让他们对你的产品进行诚实的评论，将在亚洲大部分地区产生良好的反响。然而，那些希望在中国拥挤的消费市场中脱颖而出的品牌可以考虑与影响者合作，制作原创的、富有想象力的产品演示。产品演示可以降低试用的风险，而且极具吸引力。这可能会促使其他人亲自试用产品。
Arnaud Frade, Head of Commercial Growth, Nielsen APAC, said: “The markets across Asia generally have healthy creator economies, not just in terms of growing numbers of influencers but also in the number of influencer followers across age groups. In this very dynamic landscape, brands must keep an eye on changing market trends. Influencers can be a powerful tool to increase brand awareness for marketers capable of hitting the right combination of persona, content and engagement. Brands that align themselves with the right influencers can become a trusted source for consumers—and the brand they remember when they want to make a purchase.”
这是一项与 Rakuten Insight Global 合作完成的研究，分析了来自 12 个亚洲市场专有小组的 6,000 份回复，以更好地了解社交媒体影响者的情绪。
关于尼尔森
作为受众测量、数据和分析领域的全球领导者，尼尔森影响着全球的媒体和内容。通过我们对所有渠道和平台上的受众及其行为的了解，我们为客户提供独立的、可操作的情报，使他们能够与受众建立联系并进行互动--无论是现在还是未来。
An S&P 500 company, Nielsen (NYSE: NLSN) operates around the world in more than 55 countries. Learn more at www.nielsen.com or www.nielsen.com/investors and connect with us on social media.
关于乐天
Rakuten Insight Global, Inc. (“Rakuten Insight”) is a wholly-owned online market research subsidiary company of Rakuten Group, Inc., a global leader in internet services, headquartered in Tokyo. Rakuten Insight was established in 1997 as AIP Corporation and became part the Rakuten Group in 2014. Rakuten Insight possesses a research panel focusing on 12 major Asian markets & the US and a panel network covering 60 countries and regions. With offices in 11 countries and regions, Rakuten Insight provides market research for over 500 leading companies around the world. Rakuten Insight Singapore serves as an off-shore market research hub to drive business development and provide multi-lingual and multi-functional operational support for clients based across Southeast Asia. For more information visit https://insight.rakuten.com/
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索菲-米林顿
尼尔森
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尼尔森的变种
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